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Goal Talk Podcast Episode 12: The Dos & Don'ts of Effective Ad Copy

On each episode of this season of the Goal Talk podcast, I interview a marketing or management expert to bring small business owners and marketers the information they need to successfully grow their businesses.

Last week, Mark Irvine and I sat down for a very special episode of the Goal Talk Podcast, where we dove into marketing during COVID-19. From search trend changes to specific data we’re seeing in multiple industries in response to social distancing effects of the coronavirus pandemic, we break down the essential information marketers should know, as well as resources marketers can use to make effective decisions for their businesses. If you haven’t heard that episode, we definitely recommend giving it a listen! Find it here.

This week’s topic: The ins and outs of ad copy

Let’s get right to it: Ad copy is arguably the most important aspect of your search marketing campaigns. Often the most visible component of an ad, the copy is the hook, line, and sinker to reel in your target audience. While many other aspects we discuss are also very important in the success of your campaigns, ad copy is how people will experience your company and how you will encourage those clicks.

In this episode, I interview Customer Success Program Manager Jeff Stevens on how to effectively write ad copy that inspires clicks for any industry.

Throughout the episode, we discuss:

How to approach writing compelling ad copy.

How to meet Google’s set of conditions for a high quality score.

How to organize your headlines and descriptions.

Different formats and extensions to utilize.

How to use keywords for relevancy and extensions.

And more!

An important note about the episode: This interview with Jeff was recorded before we’ve felt the majority of the effects of the coronavirus pandemic. These insights are mainly focused on tactics available within the traditional marketing landscape, so some options will not be available to you or your business at the moment. Regardless, these insights to writing ad copy will benefit you in adjusting existing copy and for writing new ads.

You can find this week’s episode on Apple Podcasts and Spotify, as well as your favorite podcast app. Also, don’t forget to watch new episodes on our YouTube channel, follow the podcast’s Twitter account for episode releases, ask the hosts questions, and join in on the conversation.

About the podcast

The Goal Talk podcast is all about giving small business owners and marketers the information they need to succeed. From advertising tactics that help you personalize your message for your customers to management styles that will help your employees perform at their full potential and feel satisfied in their role, we’re sharing valuable takeaways to help you and your business flourish by interviewing the experts and sharing their insights. Listen here.

Mikayla Wyman

Mikayla is our social and community engagement specialist at WordStream (follow us!). Her interests include jammy red wine and trying to find the best breakfast taco in town. She recently ran her first half marathon and is scouting locations for her second.